Outdoor Events & Advance Ticket Sales

Today’s post refocuses on some of the finer details of web centric marketing. We’ll take a look at the interaction of impressions and conversions. Both topics have been discussed separately in earlier posts.  I thought it beneficial to bring both topics together in one post.

To get caught up on web centric marketing feel free to read the following posts:

• Web Centric Marketing
• Choosing the Right Online Market

Here is what I believe to be one of the biggest misconceptions in the business sector as it applies to marketing. Too many organizations concentrate in getting the maximum number of impressions. “Which media outlet or form of advertising is going to give us the most coverage?”  Companies should concentrate on getting the most effective coverage, not the most coverage.

What do you perceive to be more valuable?

• 10,000,000 general impressions.
• 1,000,000 impressions with people who have an affinity for what you are offering.

Businesses waste money all the time advertising with people who don’t care about what they have to offer. The end result is hundreds of thousands if not millions of dollars in wasted advertising.

Quick primer on Conversions:

• Focus on Web Site Conversions

When looking at impressions you need to bring conversions into play. Conversions allow you to value your impressions via the rate of conversion. If you get a 2% conversion rate on a million impressions that’s 20,000 people who would take action on your offer.  You need to target  niche markets.  If you target outside of your demographic the conversion rates drop significantly.  Who’s going to act upon an offer that is of no interest to them? 10,000,000 impressions might fetch you a 1/2% conversion rate or roughly 50,000 people.

Consider doing something to increase your conversion rate. Small changes can bring big results.  Even on a million impressions if you can increase your conversion rate by a percentage point or two, you can double your effectiveness.

Those companies that know how to get the most effective impressions and create compelling offers that convert, win!

Want to get more great info? Check out the articles below:

• Choosing the Right Online Market
• Tracking Your Advertising, Old School
• Watch Your Pay Per Click Advertising
• Building Trust and Credibility with Follow Up
• Web Centric Marketing and Marketing Leverage
• Get Your Marketing Message Across
• Do You Test Your Web Site Often Enough?

• The Event Promotion System
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